The cannabis industry is a highly successful industry, with many types of potential customers from all walks of life. If your business operates in states where weed is legal, you have recreational marijuana consumers on top of medical cannabis patients. Plus, there is a strong push to fully legalize the plant in various states and territories in the United States, giving you a huge pool of possible customers to tap into.
The only thing you need to effectively take a piece of the cannabis pie, so to speak, is to have an effective marijuana marketing strategy. A strong campaign can help you make your business profitable, efficient, and popular. It can also help you take advantage of technology that is widely available and preferred by many: the internet.
The World Wide Web has proven itself to be an effective tool for a whole lot of companies, big and small. It has generated revenues for businesses in different industries. You can also use this tool to benefit your business but only if you do it right. If you already have a website that you are satisfied with, the next thing you should focus on is content.
Why focus on content?
Keep in mind that your website and content go hand-in-hand. You cannot simply purchase a domain and leave it at that. You need to make your website attractive to your target market by placing various elements including texts, images, videos, and audios in an aesthetically pleasing, accessible, and organized manner. These elements are collectively called content.
Your content covers everything regarding your cannabis business, brand, services, industry, and many more. With the significant role content plays in your website, it may even be fair to say that your website visitors are there because of your content.
Aside from being able to attract visitors, content can also be used to improve your conversion rates, resulting in an increase in your revenues. However, you should keep in mind that you can only benefit from your content in this way if you post good content.
What qualifies as good content?
Your content will only be able to benefit your company if it is considered high-quality in all aspects such as composition, shareability, and optimization. You want to make sure that it is a great composition piece without grammatical errors, sound assertions, and accuracy when it comes to information. You should also create material that is original and informative.
Remember, your readers will glance at your content or skim it for a few seconds, and will decide whether they want to spend more time browsing your website. Any errors or shady information will cause them to lose interest.
Next, you want to make sure that your content is shareable. This comes in two aspects: the platform and the actual content. Being on the internet, your readers can easily share your pages just by linking the URL to their post or message.
However, your text, image, video, or audio should also be shareable in terms of its aesthetics and value. Think of it this way, your audience will not share contents that have no informational value, does not fit their taste, are not aesthetically pleasing, and unrelatable.
Lastly, your content can be considered good if it can work to your advantage marketing-wise. This is why you should make sure that your content is optimized for search engines. A large portion of visits to your website occurs because your page or site appeared in search engine results.
Say your target market looks for a “cannabis dispensary near me.” If your business is near the searcher’s location, your page will appear on search engine results pages (SERPs) but only if Google’s algorithm finds and indexes your pages, and shows them on the results. Content that can bring your site and page into favorable positions in SERPs are considered high-quality.
3 Advantages of Posting Good Content
Now that you know what contents are considered good, you may be wondering why you should strive to generate high-quality content. As mentioned, such contents contribute to the success of your company. To give you a more specific idea about the potentials of focusing on your content, here are four advantages of publishing high-quality content.
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Improving Your Brand
Above, we talked about how content and website work together to your advantage. The first thing you should know is that such content will strengthen your brand. Say you have an organized, readable, and accessible website with all the bells and whistles. This tells your visitors that you know the value of your website and knows how to show it.
However, your company’s values, message, and goals cannot be conveyed by technical aspects alone. You want to substantiate your ideas through various elements, such as images, texts, videos, and audios. This is what directly shows exhibits and reinforces your brand.
Your content can also improve your site’s reputation. Remember, as much as the cannabis industry is known as a pretty chill one, you want to make sure that your customers take you seriously. Tacky graphics, uptight composition, and other negative-quality contents can damage your brand. You can improve it by posting strong, positive, and pleasing qualities through your content.
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Potential for Going Viral
Your visitors will enter your website and webpages because they are interested in what you have to offer or say, from your homepage to your blog section. A well-produced content has the potential to go viral or the phenomenon where your content is shared on various platforms beyond your target market alone.
Social media plays a role in this phenomenon. As mentioned, your content should be shareable, not only by posting links to your website but also through social media pages or profiles.
Usually, virality characterized by being shared on multiple platforms hundreds, thousands, and even millions of times. This can benefit the content generator as they are likely to gain the attention not only of your target market but also of other groups and even mainstream media.
Say an article you wrote about cannabis went viral for your education and informative take on legalization. Going viral can turn people’s attention from other cannabis businesses toward yours. This can also drive traffic to your website, thus increase your leads, which you can turn into sales.
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Lead Generation
Speaking of websites and content working together, keep in mind that content is a valuable aspect of cannabis marketing. Above, we talked about the role of content in optimizing your pages for search engines. This is a significant part of digital marketing and you want to take advantage of this practice.
Going viral can generate leads but it can be a rare phenomenon. If you fail to go viral, worry not because you can still generate leads using your content through various marketing practices.
Cannabis Marketing Practices that Need Content
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Marijuana SEO
Search engine optimization (SEO) is one of the most often used techniques in online marketing. This is the process of optimizing your website and content with the goal of reaching the first page of search engine results, ideally the number one spot.
To do this, you need to audit your site to see whether it is already SEO-friendly, from your page names to your site map. Creating content and properly using meta-data is your next step. This will help generate leads by driving traffic to your website.
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Link Building
Another practice is link building, which is the process of having links from another website to your own. These links are called inbound links or backlinks. The thing about this practice is that you will need to generate content that the host website will approve of.
For cannabis backlinks, you want to look for websites that tackle things related to marijuana, CBD, and other similar topics. Then, you will need to reach out to owners of these sites and ask them if they could post backlinks to your website. You will find sites that allow guest posting as long as your content follows their guidelines.
During your link building journey, you can also do link reclamation or the process of looking for inbound links that unfortunately go to dead ends. You can fix these yourself if you have access to the page, or reach out to the page’s owner to suggest a new link. You can also look for mentions of your brand that are unlinked and ask the owner to include backlinks.
- Cannabis Business Social Network
With the number of people with social media accounts, you can definitely use these platforms to better target your market. There are various social networks dedicated to cannabis, which can help you get in touch with potential customers and business partners.
However, you can also post links to your website and unique content on more popular social media networks such as Facebook, Instagram, and Twitter.
The Bottom Line
Your cannabis business will benefit from the creation of high-quality content as long as you know how to use it. For a more streamlined marijuana marketing campaign, you can get in touch with a cannabis marketing agency for help.